Marketing with White Papers: 5 Tips for Success
Wednesday, May 25, 2011
By Leslie Shields, CPC
papers part of your marketing strategy?
If not, they should be.
Stelzner, author of Writing White Papers:
How to Capture Readers and Keep Them Engaged, notes that "Good white papers
are prospect magnets. They are able to
fly under the radar and penetrate most organizations anti-marketing defenses
because they are sought after and brought into the organization by decision-makers. This means leads for the sponsoring company
and ultimately sales.”
What can you
do to get your white paper read and subsequently generate leads and
these 5 tips:
Use the 60 second formula for your
opening sentences so that within 60 seconds your reader is turned on and wants
to read more. Here’s an example of an
introduction by Tom Casey, CMC and President of Business Consulting Services
from his white paper An Executive’s Guide
to the Cloud: A Primer on How It Can Help Improve Your Organization’s
now, you have almost certainly heard the term "The Cloud” being tossed
by your Technology Officer, the media, vendors or even your friends on
golf course. You listened intently to the conversation, but still could not
what all the noise was about. You are an accomplished business executive,
feel somewhat embarrassed that you aren’t aware of this latest buzz word. "
the executive want to learn more? Yes.
Pitch your consulting practice in the
final pages of your white paper.
Why? Selling your business in the beginning can
come across as self-serving which will disengage the reader. In addition, your title page should reflect
what’s keeping your prospective client up at night – not the services offered
by your practice. For example:
Original Title Page – The Green Company Solutions for
Improving Employee Engagement to Drive Business Performance
Revised Title Page - Improving Employee Engagement to
Drive Business Performance
Determine your writing approach.
Michael Blumberg, CMC and President of Blumberg Advisory Group has
written several white papers with positive results. He recommends the walk away approach. "I block about 2 hours to write for each
section of the white paper. At the end of the 2 hours, I walk away. I return at a designated time, usually the
next day, with refreshed lenses to identify gaps and blind spots.”
Include a variety of visual tools to
and callouts. These are the summary
sentences or key points next to major sections.
charts, illustrations, and other visual images/aids are great additions that
can add impact to your paper
Keep it short - 15 pages or less, even for extensive
topics. Don’t let information overload
get in the way of reading your white paper.
Where do you
go from here? Try the 3R’s:
Writing White Papers by
Michael Stelzner www.whitepapersource.com/cmd.php?Clk=4311048
your marketing strategy
Review white papers of colleagues and the
Shields, President Chevannes Global Group
Global Group offers consulting and coaching to small businesses. Our
leadership team has over 50 combined years of diverse experience brought from
corporate, government, non-profit and entrepreneurial sectors. What differentiates
us is our unique blendof services from ourown business evaluation
tools to how we coach and strategize to move businesses forward.
Contact Info firstname.lastname@example.org 267-992-9252 www.chevannesglobalgroup.com